SEO

Schema Markup

Quick definition

Schema markup is structured-data code (usually JSON-LD) added to a page to help search engines understand its content and unlock rich results.

Schema follows the Schema.org vocabulary and is most commonly implemented as JSON-LD in the page . Common types: Article, Product, FAQPage, Organization, BreadcrumbList, Review, HowTo.

Why Schema Markup matters

Correctly implemented schema can earn rich results (review stars, FAQ accordions, breadcrumbs) that boost CTR — even without affecting rankings.

How Schema Markup works in practice

Validate every implementation with Google's Rich Results Test and Schema Markup Validator. Invalid or misleading schema can be ignored — or, in rare cases, result in a manual action.

Best practices

  • Use JSON-LD over microdata where possible.
  • Always validate with Rich Results Test.
  • Mark up only content that actually exists on the visible page.
  • Match the schema type to the page's primary content.

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